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Major Appliance Sales Are Surging Online: NPD

Whether through webrooming or showrooming, one thing is clear: Online sales of major appliances grew (a lot) last year.

According to The NPD Group, consumers spent $4 billion on majap purchases online, a 38 percent increase vs. 2015.

Every category saw growth, with refrigerators increasing 40 percent and ovens rocketing 69 percent.

Peak holiday promos had a significant effect on the sales, with 9 percent of the year’s increase stemming from the weeks containing Black Friday and Cyber Monday, the market research firm said. Consumers spent about 8 percent more during these weeks than they do the rest of the year, NPD said, noting that this trend is only growing stronger each year: Sales during last year’s Black Friday and Cyber Monday weeks were 37 percent higher than the comparable 2015 period.

Other 2016 sales spikes for major appliances were found in the holiday weeks of Memorial Day, Independence Day and Labor Day. The week of President’s Day, meanwhile, only showed a small bump in sales, NPD said.

“It’s important for manufacturers and retailers to coordinate their online and in-store marketing efforts, especially around key holiday promotional periods,” said Joe Derochowski, NPD executive director and home industry analyst. “While consumers are seeking out the best deals on sizable purchases like major home appliances, and shopping online offers an added level of convenience, many still want to go to a physical store to see and test the product. Marketers who maximize both of these channels will capture the consumer.”